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Introducing… “Query What?!”

June 10th, 2011 No comments

I’m sure that I’m not alone among PPC managers when I say that one of my favorite aspects of my job is looking at search query reports. Why? Well, there are the practical, data-driven reasons, like the fact that that search queries are an invaluable source of account data and help craft specific, highly-targeted campaigns by informing our targeted keywords and negative keywords. However, beyond the undeniable account benefits one can reap from mining search queries, I’m fascinated by the psychology of search; I like thinking about why people are searching, how search terms differ when people search for different products and why that happens.

We strive to keep the traffic in all of our accounts as relevant and on-topic as possible. Inevitably though, no matter how diligent we are, a few searches will come through that make me take a step back and think, “Wait…what?” Without question, my favorite queries are the ones where I find myself wondering what on Earth that searcher was trying to accomplish, or why they clicked on our ad, even as I’m updating our keyword lists to prevent future irrelevant occurrences.

Thus, inspired by PPC Hero‘s “What The Query?” series of blogs, I’d like to present the first installment of BizzSpot’s “Query What?!”

10) “schwinn jogging stroller brake replacement” (auto brakes ad group)

  • Takeaway lesson here: no matter how many non-automotive brake-bearing devices I add to the mechanic’s negative keyword list, there will always be a few I would never, ever have thought of.

9) “new orleans riot” (car mechanic ad group)

  • Hmm, why did you click on an ad for a mechanic again?

8 ) “acura son”

  • “Looking for an Acura? I feel bad for you, son. I got 99 problems but my car ain’t one.”

7) “duct cleaning in west phi lambda”

  • This is either a Google Instant suggestion gone wrong or the biggest fraternity/sorority house in existence.

6) “buy commercial air duct robot”

  • I love my job because it is guaranteed that I’ll learn something new every day. Some days, I learn that things like air duct robots exist.

5) “cindy crawford curtain rods”

  • I had to Google this one to figure it out, and I was relieved to learn that apparently Cindy Crawford has her own line of home decor items. Whew.

4) “toilets of the world”

3) “tune up wallpapers”

2) “revenge on general contractors”

1) “interactive mattress”

 

Thank you to PPC Hero for the inspiration and the regular laughs! Fellow account managers – what are some of your personal favorite wacky queries?

Categories: Google AdWords, PPC Marketing Tags:

Google Adds AdWords Call Metrics – Marketers Rejoice

November 2nd, 2010 No comments

It’s been known for awhile that online marketing can and does drive offline sales, but linking the two together and effectively measuring the impact of internet advertising on offline behavior has been tricky at best. Today, Google introduced “AdWords Call Metrics,” a fusion of Google Voice and AdWords that effectively brings call tracking to AdWords.

The nuts and bolts of the service are fairly straightforward: a unique phone number is assigned to each campaign and can be automatically inserted into ads for both PCs and high-end mobile phones. When a customer calls the number in the ad, they are automatically routed to the business, and AdWords tracks the number and length of calls for each campaign. As is typical for a new product launch, Call Metrics are only available to a “limited number of US advertisers” right now.

Personally, I think this has been a long time coming and it fills a need that has only become more severe as the number of SMBs advertising online has grown. Tracking return on ad spend is crucial for any business, and of course, this move should also help Google out as businesses can see more clearly the value they get from their AdWords advertising.

I’m looking forward to seeing what kind of information we can glean for our clients using this new tool…that is, just as soon as it’s available in our accounts.

Greg Sterling’s post over at Search Engine Land, AdWords And Google Voice Hook Up To Form “AdWords Call Metrics”, also offers some interesting thoughts on Google’s latest offering and what Google may do with it going forward.

Categories: Google AdWords, PPC Marketing Tags:

Google’s New Broad Match Modifier

July 19th, 2010 No comments

Last week, Google rolled out its new broad match modifier globally in (almost) all languages. The new match option means that adding a plus symbol (+) in front of any word in a broad match keyword flags that word so that it must appear in a customer’s search exactly or as a very close variant. (Plurals, misspellings, and abbreviations are close variants; synonyms and related searches are not.)  This gives advertisers a potentially very useful way to make sure their ads for “flower seeds” don’t appear for “fresh flowers” without limiting their reach by scaling all the way back to phrase match.

See Google’s infographic on the new broad match modifier and read some successful use cases from companies in the beta test.

Does anyone have any hands on experience with this new match modifier yet? I’m interested to hear what kind of results are being achieved in smaller campaigns and also how accurate the variants are in terms of what’s included and excluded.

Categories: Google AdWords Tags:

Introduction to the Google Ad Auction

March 1st, 2010 No comments

This video explains some of the most important principles of how the Google ad auction works as well as what determines the quality score of a keyword and what determines your ad rank. Anyone that advertises on Google should understand these basic principles.

Categories: Google AdWords, Local Search Tags: